ATLANTA ­— Coca-Cola Co. takes the retailer-supplier relationship to a new level with its Shopper Experience Innovation Center (SEIC) here, where it tests cross-category and category-driving marketing strategies.
“I want to understand how we talk to a retailer in a way that’s going to really resonate with that retailer. So, a lot of the solutions that we develop and the things that we do are around how do we build the category,” said Ron Hughes, director of ...

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The center allows retailers to see how new merchandising strategies, for example, might work in their stores and drive category growth, but it also allows the retailers to observe shopper behaviors, such as how consumers shop for beverages.